Digital marketing campaigns and short fashion films are now a default medium of communication and promotion for both high-end and high-street brands. If the Polaroid-style, documentary-like teaser film named 'Shoes & Other Stories' is anything to go by, the new upmarket womenswear line to be launched by H&M for spring 2013 is set to be highly covetable. Watch the story below...
Acknowledging that shoes, bags, jewellery, lingerie and beauty products are key elements of styling, the '& Other Stories' collection will focus on details; creating a whole look and inspiring a fashion story. I am immersed in the effortless Parisian feel of the campaign film; unexpected, ambiguous and beautiful.
From design studios in Paris and Stockholm, the lines will range from masculine tailoring to feminine chic, providing endless styling choices for the discerning, modern woman. Similarly to H&M's successful sister brand COS, the collection is expected to promote ‘lasting wardrobe treasures’ endorsing sustainability, attention to detail and quality at affordable price points.
Acknowledging that shoes, bags, jewellery, lingerie and beauty products are key elements of styling, the '& Other Stories' collection will focus on details; creating a whole look and inspiring a fashion story. I am immersed in the effortless Parisian feel of the campaign film; unexpected, ambiguous and beautiful.
From design studios in Paris and Stockholm, the lines will range from masculine tailoring to feminine chic, providing endless styling choices for the discerning, modern woman. Similarly to H&M's successful sister brand COS, the collection is expected to promote ‘lasting wardrobe treasures’ endorsing sustainability, attention to detail and quality at affordable price points.
Little about the collection has been revealed as yet, however the mood board above conveys a minimal, nostalgic feel and inspirational images on the Tumblr page heighten the sense of mystery; piecing together delicate fragments of a captivating story.
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